Breastfeeding as Post-Industrial Commodity. Study of the Campaign "Mother Milk" by Unicef-Venezuela 2010

Authors

  • José Luis Omaña Universidad Nacional Experimental de las Artes (UNEARTE)
  • Joussette Rivodó Universidad Nacional Experimental de las Artes
  • Esquisa Omaña Centro de Estudio de Transformaciones Sociales, Ciencia y Conocimientos del Instituto Venezolano de Investigaciones Científicas (IVIC) [Ministerio de Ciencia, Tecnología, Innovación y Educación Universitaria]
  • Liliana Buitrago Instituto de Estudios Avanzados [Ministerio de Ciencia, Tecnología, Innovación y Educación Universitaria]
  • Alejandra Acuña Universidad Central de Venezuela

Abstract

The paper analyse the advertising campaign made by UNICEF-Venezuela "Maternal milk" from a Bolivarian-ecosocialist and depatriarcal perspective, using tools taken from image studies. Our main premise is that transnational economic power works to make human breastfeeding a product of the affective capitalism and post-industrial market. Breastfeeding becomes susceptible of being subordinated to the empire of labels when it is promoted out of its cultural and political context. To conclude we propose that the campaign functions as an indirect symbolic contribution for the exploitation and commodification of the vital processes carry on by the industries of dairy formulas and other parenting articles.

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Published

2017-09-30

How to Cite

Omaña, J. L., Rivodó, J., Omaña, E., Buitrago, L., & Acuña, A. (2017). Breastfeeding as Post-Industrial Commodity. Study of the Campaign "Mother Milk" by Unicef-Venezuela 2010. Dilemata, (25), 181–199. Retrieved from https://dilemata.net/revista/index.php/dilemata/article/view/412000141

Issue

No. 25 (2017): Mamar: mythos y lógos sobre lactancia humana

Section

Debate

License

All contents of this electronic edition, except where otherwise noted, are licensed under a “Creative Commons Reconocimiento-No Comercial 3.0 Spain” (CC-by-nc).